Hello everyone.
In this series, I would like to explain how CRM 4.0 will bring about change in various industries and sectors.
The second installment of this series will focus on the manufacturing industry.

Redefining CRM for Manufacturing: The days of just selling are over

In the past, CRM for manufacturing companies was used for tasks such as "responding to after-sales inquiries" and "managing repair records."Tools to improve efficiency in after-sales service departmentsIt was nothing more than that.
However, the world's industrial structure is now changing from "material-centered" to "experience-centered.""Co-creation" through products is what gives manufacturing companies their competitive edgeis becoming

CRM 4.0 (Creative CRM) is what supports this transformation.

The evolution of CRM and its application to manufacturing

CRM 4.0 not only focuses on the customer's "voice" and "usage environment,"Resonating with deep psychology, industry-specific context, and corporate cultureBased on unstructured data such as these, we build relationships that allow us to create the future together.

CRM 4.0 Use Cases in Manufacturing

After-sales service transformation

・Detect signs of breakdowns and malfunctions using IoT sensors and CRM AI,Automate preventative maintenance
- Based on customer maintenance history and changes in satisfaction,Detect signs of withdrawal and proactively follow up
・Automatically extract improvement ideas from customer feedback (VOC),Utilizing feedback for next-generation products

Evolution to partner-based sales

・We will respond to customer needs and business environments.Propose solutions, not products

・Proposal materials generated by AI areCustomized by incorporating success stories from similar cases in the past

Throughout the sales process,Adopting a stance of "supporting" rather than "selling"

Building relationships based on emotions and values

- Visualize the "emotional history" when handling complaints and automatically generate optimal follow-up messages
　Example: The impression that "they were there to help with the problems I was having on-site" was strengthened, improving NPS.

・For long-standing customers, we offer "proposals that adapt to change."Cultivating emotional loyalty

Linking with product development (systematizing co-creation)

・Customer feedback is accumulated in CRM in real time → EMOROCOAutomatic trend analysis

・Product development and sales departments design a "co-creation prototype" based on CRM data
　Example: A heavy equipment manufacturer develops new functions based on data on temperature, inclination, and work time at a construction site.

EMOROCO's CRM 4.0

EMOROCO, provided by Arcus Japan, is a personalized CRM platform that supports CRM 3.0, but in CRM 4.0 it will evolve and be utilized as follows:

Changes in Manufacturing with CRM 4.0 Implementation (Quantitative + Qualitative)

◆Quantitative benefits (example)

・Improvement of sales order rate

・Improve maintenance contract renewal rate

・Reduce the time it takes to respond to complaints

・Reduction of new product development lead time

◆Qualitative benefits (examples)

・Become trusted by customers as someone who can advise you beyond the product

・Deeper collaboration between departments and the establishment of "technology-led sales"

・Improved motivation of sales and service personnel (feeling appreciated)

Summary: After-sales service is not the end, it's the beginning

The essence of CRM 4.0 is not about "managing relationships" but about "nurturing relationships."
The manufacturing industry is moving away from the "sales and finish" world,A partner that co-creates value with customersThe key to becoming a leader lies in this very idea.

Introducing CRM is not the goal in itself,How to design a corporate culture that builds co-creation relationships with customerswill determine our future competitiveness.

Next notice

In our next issue, we will cover the topic "Changing the financial industry with CRM 4.0 - How to create resonance in an era where trust alone is not enough."